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  • The Return Path: What Your Marketing Plan is Missing & How to Fix It

Last updated on May 18, 2023

You may have the best lead magnet in your industry.

You might even have the entry point offer that’s miles ahead of your competition.

Your core offers and profit maximizers provide the highest value possible to your customers.

But have you considered that almost no one (over 90% of your website visitors) converts into a customer on their first visit?

How Do You Capture This 90 Percent?

Now we’re asking the right questions!

The answer is: The Return Path, which you might have guessed is how a prospect finds their way back to your website and converts into a customer.

Before we jump into the types of Return Paths, let’s clarify 2 main goals here:

We’re looking to maximise the average value of each customer that enters our marketing funnels, especially if they are not purchasing every offer, and

Allow prospects and existing customers to enter new funnels that are likely to be of value to them.

With that all cleared up, here are the ways we can reach out to that 90 percent that got away from you the first time:

1. Constant Strategic Communication

“If you’re not communicating with your customers at least once per week you obviously hate money.” -Ryan Deiss (CEO, DigitalMarketer.com)

Many, many businesses are afraid to send “too much” communication to their leads and customers for fear of losing customers by being too pushy/salesy/annoying – to the point where some NEVER contact their customer list!

Ironically, this is pretty much the surest way to lose customers to your competition and waste marketing dollars on crafting lead magnets and customer capture forms.

Even for businesses who are new to digital marketing, email autoresponder sequences are an absolute must. That’s how you guide a prospect back to you, after they left your website without opting to make a purchase.

2. Exit Intent Offers

Note: This requires some finesse for most businesses.

Exit offers are the little (sometimes massive) window that appears when a website detects that you’re about to leave the website. The goal here is to not to stop prospects in a pushy way, but to quickly gain their attention so you can offer an alternative that’s attractive enough to get customers to rethink and lead them towards a purchase.

When executed well, exit offers can persuade a prospect from leaving and think about opening their wallet to get some of the value you’re offering.

What kind of exit offers should you use?

  • Introduce a NEW Lead Magnet
  • Unveil a “Secret” Bonus
  • Offer a Discount
  • Present a New Appeal

3. Retargeting

Ever been “cookied”? That’s what happens when you visit an advertiser’s website, and suddenly their ads start appearing on seemingly unrelated websites… which is an extremely effective Return Path.

So, the next time a prospect views an offer on your website, you can use cookies (also known as using a tracking pixel) that will display your ads when they visit other sites later.

Once set up, it’s a customer-nurturing system running on autopilot that will net you more sales!

4. Automated Follow-up

This is highly related to #1: Constant Strategic Communication, but if you take a closer look at how automated follow-up is, it’s not a new concept at all.

Businesses have been doing this effectively for a really long time with automated direct mail sent to their customers’ mailboxes, but today we use emails to deploy the exact same techniques!

Here are a few types of messaging to keep in mind when planning your follow-up with customers:

  1. Brand-centric messaging
    (Introduce yourself and your business more and put the value of your products and services front and center.)
  2. User-centric messaging
    (Talk about the key benefits and solutions that solve their deepest pain points.)
  3. Ascension messaging
    (Present higher-level offers that deliver more value to your customers.)
  4. Segmentation messaging
    (Find out which niches your customers prefer, so you can present them with highly specific offers that are more likely to convert into sales.)
  5. Re-engagement messaging
    (If they haven’t responded to your previous emails, it’s time to communicate with them in a different angle!)

And that’s 4 ways to create Return Paths for your prospects to find their way back to you and become a customer!

While most businesses just attempt (and often fail) to market their core offer with little to no other marketing elements, you could be oceans ahead of your competition with the right lead magnets, entry point offers, core offer, and the Return Path to back them all out to reach out to the 90% of customers that most businesses fall short of reaching out to.

By the way, if you’re a coach or professional speaker, then Path Digital Solutions is an experienced digital marketing agency in the industry that serves you. Send us a message to get started if you’d like to double, triple, or perhaps even octuple your leads and sales!